Call to Action
Whatever you do, however you drive action, make sure you deliver on that promise. Don’t say Free, if it’s not free. Pulling a bait and switch is a fast way to lose your audience now, not to mention future opportunities.
Undersell and Over-deliver. You will always be ahead if you provide more than they expect.
Keep you CTA, clear, direct, and consistent. Confusion will also fast track you to lo losing traction with your customers.
Pop-Out vs Pop-ups. On the web, a good CTA jumps out at you. I personally am not a big fan of the Pop-up page that requires me to enter information before I engage. True opt-in can be desire to learn, not forced before you are sure it’s what you really want.